Why Did Shaquille O’Neal and Leonard Armato Severe 10YO Ties Despite Blockbuster Lakers Trade?

Shaquille O’Neal has always had a business mindset. After his retirement, the 4x NBA Champion shifted his entire focus to business. But this is something that began way earlier in his career. He was one of the few who maximized the impact. However, that wouldn’t have been possible without the help of one man. The mastermind is none other than Shaq’s former agent Leonard Armato. He helped O’Neal land on the seven-year deal with the Lakers. Following this, the champ went on to win 3 back-to-back NBA titles with the franchise. However, after ten years of iconic bonding and partnership, the two decided to part ways in 2001. What was the reason behind it? 

As per a report by Los Angeles Times’s Tim Brown, O’Neal decided to start a company that could help manage his financial affairs. Furthermore, it was built to have a more focused representation of him in endeavors such as real estate deals and franchise ownership. The report further stated that the company was overseen by O’Neal’s uncle Mike Parris. The news made headlines taking the sports and business world by shock.

For the smooth transition, the company also included one member from Armato’s agency, a person who was familiar with the Los Angeles Lakers legend’s financial matters. The two have always called this decision a “mutual” one. As per LA Times’ Howard Beck, the reason may have been because of O’Neal’s frustration with Leonard focusing on other endeavors rather than the one suggested by O’Neal. About the iconic duo’s split, LA Daily News wrote, “(Shaq)believes the efforts have detracted from Armato’s ability to effectively represent him.”

And with that, came the end of the professional relationship between O’Neal and Armato. However, the 4x Champion stated that he had immense respect for his former agent as a friend and advisor. “It’s not the end of a relationship. It’s just a different relationship. I still value Leonard as a friend and advisor,” O’Neal said about ending his decade-old partnership with Armato. And just as the Los Angeles Lakers legend suggested, their friendship doesn’t seem to have taken a hit even after all these years.

Shaquille O’Neal gives a shout-out to former agent Leonard Armato

A net worth of $500 million wouldn’t have been possible for O’Neal without his exceptional business knowledge. Some of this success can also be attributed to the teachings Armato gave to a young athlete in the past. The 4x NBA Champion has always been grateful for the advice and tips he received from Armato.

Taking to his all-new Threads handle, O’Neal wrote, “Surround yourself around people smarter than you.” Dr. Shaquille O’neal. @leonardarmato taught me when i was just 18 years old. #listenandlearn.” 

In response to O’Neal’s message, Armato took to his LinkedIn handle and wrote, “I am humbled and grateful to have played a small part in building the brand of one of the most iconic and loved people in history. There may never be another as successful, respected and revered as Shaquille O’Neal! Thank you, Shaq!!”

Armato is the man behind building Shaq’s brand. Similar to Chicago Bulls legend Michael Jordan’s brand, O’Neal aspired to create something of his own, independent of big companies, and Armato helped him achieve that goal. Together, Leonard and Shaq revolutionized the athlete marketing process, ushering in a new era. Or as O’Neal said previously, the two made “history together.” Leonard was also the power force behind Kareem Abdul-Jabbar, Hakeem Olajuwon, and Oscar De La Hoya. 

Notably, Armato secured numerous lucrative deals for O’Neal, ultimately making him the second-highest-paid athlete behind Jordan. In 1995, the Big Aristotle earned approximately $17 million from his deals, marking a promising start for the 4-time NBA Champ. From his four music albums to his appearances in movies and commercials, O’Neal’s presence in the early ’90s was undeniably impressive. And that wouldn’t have been possible without the efforts of Armato. Did you know about this? Let us know in the comments section below.